MBA教育中心知识库

在互联网技术快速发展的背景下，金融领域也呈现出十分严峻的竞争局面。各大互联网金融平台、信贷平台等如火如荼地开展着金融业务，使金融领域呈现出多业态化局面，以致于传统商业银行不仅要与其他商业银行竞争，还要备受互联网金融平台等造成的冲击。如此看来，传统商业银行基于互联网和计算机技术积极谋求现代化业务转型已经成为不可避免的趋势，如何在有限的资源环境下构筑科学的营销策略、推动传统商业银行进一步发展、提高竞争优势，成为当前研究的主要问题。

本文以农行兰州分行作为研究对象，探讨该银行当前采取的4P营销组合策略，基于该策略提出营销中面临的问题，研究了在互联网金融背景下如何创立新型服务营销的思路。本文对农行兰州分行营销情况的分析中采取了SWOT模型，对营销环境做出了详细阐述；另外，基于该银行的营销现状，归纳总结出银行营销策略中存在的一些问题，如定价模式被动单一、促销模式不够新颖等，进而提出运用7P营销组合从产品上突出创新和差异化发展；从渠道上多元化拓展和线上线下共同发展；从价格上制定差别定价和折扣定价的策略；从促销手段上强化社交媒体营销、精准营销、联动营销；从人员上加强人员培训、注重人才的培养及引进、完善激励机制；从服务上发展以“客户为中心”的服务理念；从形象展示上加强农行兰州分行形象建设、增设体验式银行建设等方面的优化措施，丰富了传统营销策略的内容，为营销理念赋予了新时代的特色，也为农行兰州分行实际经营过程中提供了参考，以进一步提升农行兰州分行的市场占有率。

In the context of the rapid development of Internet, severe competition also filled in the financial. Internet financial and credit platforms are developing financial business in full swing, which makes the financial sector present multi-industry format. Thus traditional commercial banks not only have to compete with other banks, but also suffer from the impact of Internet financial platforms. It has become an inevitable trend for traditional commercial banks to actively seek business transformation based on Internet and computer technology. How to develop a scientific marketing strategy, promote the development of traditional commercial banks, and improve the competitive advantage with the limited resources have become the main topic for current research.

Taking Lanzhou Branch of Agricultural Bank of China (ABC) as the object, this paper discusses the 4P marketing mix currently adopted by the bank, and pinpoints the promotion problems based on the strategy, and studies how to create new marketing mode under the Internet finance. The SWOT model is adopted to analyze the promotion of ABC Lanzhou Branch and the paper makes elaboration on the current promotion environment. In addition, based on the promotion situation of the bank, this paper summarizes some problems existed in the marketing strategies of banks, such as the passive and single pricing mode and the lack of novelty. The paper proposes to use 7P marketing mix to highlight the innovation and differentiated development of products. The paper aims to adopt the following tools to enrich the content of traditional promotion: channel diversification and common development both online and offline; price differentiation and discount pricing strategy; strengthen promotion on social media, precise marketing and linked marketing; from the perspective of personnel training, pay attention to personnel training and introduction, improve incentive mechanism; staff training, introduction of talents and stimulation scheme perfection; development of customer-centered service concept; image management of ABC Lanzhou Branch, add experimental banks. This endows the promotion concept with the characteristics of a new era, and also provides a reference for the actual operation, so as to further increase the market share of ABC Lanzhou Branch.